And next Sunday the review appeared, word for word, as Bok had written it. His first review had successfully pa.s.sed!
But Bok was really happiest in that part of his work which concerned itself with the writing of advertis.e.m.e.nts. The science of advertis.e.m.e.nt writing, which meant to him the capacity to say much in little s.p.a.ce, appealed strongly. He found himself more honestly attracted to this than to the writing of his literary letter, his editorials, or his book reviewing, of which he was now doing a good deal. He determined to follow where his bent led; he studied the mechanics of unusual advertis.e.m.e.nts wherever he saw them; he eagerly sought a knowledge of typography and its best handling in an advertis.e.m.e.nt, and of the value and relation of ill.u.s.trations to text. He perceived that his work along these lines seemed to give satisfaction to his employers, since they placed more of it in his hands to do; and he sought in every way to become proficient in the art.
To publishers whose advertis.e.m.e.nts he secured for the periodicals in his charge, he made suggestions for the improvement of their announcements, and found his suggestions accepted. He early saw the value of white s.p.a.ce as one of the most effective factors in advertising; but this was a difficult argument, he soon found, to convey successfully to others. A white s.p.a.ce in an advertis.e.m.e.nt was to the average publisher something to fill up; Bok saw in it something to cherish for its effectiveness.
But he never got very far with his idea: he could not convince (perhaps because he failed to express his ideas convincingly) his advertisers of what he felt and believed so strongly.
An occasion came in which he was permitted to prove his contention. The Scribners had published Andrew Carnegie"s volume, Triumphant Democracy, and the author desired that some special advertising should be done in addition to that allowed by the appropriation made by the house. To Bok"s grateful ears came the injunction from the steel magnate: "Use plenty of white s.p.a.ce." In conjunction with Mr. Doubleday, Bok prepared and issued this extra advertising, and for once, at least, the wisdom of using white s.p.a.ce was demonstrated. But it was only a flash in the pan.
Publishers were unwilling to pay for "unused s.p.a.ce," as they termed it.
Each book was a separate unit, others argued: it was not like advertising one article continuously in which money could be invested; and only a limited amount could be spent on a book which ran its course, even at its best, in a very short time.
And, rightly or wrongly, book advertising has continued much along the same lines until the present day. In fact, in no department of manufacturing or selling activity has there been so little progress during the past fifty years as in bringing books to the notice of the public. In all other lines, the producer has brought his wares to the public, making it easier and still easier for it to obtain his goods, while the public, if it wants a book, must still seek the book instead of being sought by it.
That there is a tremendous unsupplied book demand in this country there is no doubt: the wider distribution and easier access given to periodicals prove this point. Now and then there has been tried an unsupported or not well-thought-out plan for bringing books to a public not now reading them, but there seems little or no understanding of the fact that there lies an uncultivated field of tremendous promise to the publisher who will strike out on a new line and market his books, so that the public will not have to ferret out a book-store or wind through the maze of a department store. The American reading public is not the book-reading public that it should be or could be made to be; but the habit must be made easy for it to acquire. Books must be placed where the public can readily get at them. It will not, of its own volition, seek them. It did not do so with magazines; it will not do so with books.
In the meanwhile, Bok"s literary letter had prospered until it was now published in some forty-five newspapers. One of these was the Philadelphia Times. In that paper, each week, the letter had been read by Mr. Cyrus H. K. Curtis, the owner and publisher of The Ladies" Home Journal. Mr. Curtis had decided that he needed an editor for his magazine, in order to relieve his wife, who was then editing it, and he fixed upon the writer of Literary Leaves as his man. He came to New York, consulted Will Carleton, the poet, and found that while the letter was signed by William J. Bok, it was actually written by his brother who was with the Scribners. So he sought Bok out there.
The publishing house had been advertising in the Philadelphia magazine, so that the visit of Mr. Curtis was not an occasion for surprise. Mr.
Curtis told Bok he had read his literary letter in the Philadelphia Times, and suggested that perhaps he might write a similar department for The Ladies" Home Journal. Bok saw no reason why he should not, and told Mr. Curtis so, and promised to send over a trial installment. The Philadelphia publisher then deftly went on, explained editorial conditions in his magazine, and, recognizing the ethics of the occasion by not offering Bok another position while he was already occupying one, asked him if he knew the man for the place.
"Are you talking at me or through me?" asked Bok.
"Both," replied Mr. Curtis.
This was in April of 1889.
Bok promised Mr. Curtis he would look over the field, and meanwhile he sent over to Philadelphia the promised trial "literary gossip"
installment. It pleased Mr. Curtis, who suggested a monthly department, to which Bok consented. He also turned over in his mind the wisdom of interrupting his line of progress with the Scribners, and in New York, and began to contemplate the possibilities in Philadelphia and the work there.
He gathered a collection of domestic magazines then published, and looked them over to see what was already in the field. Then he began to study himself, his capacity for the work, and the possibility of finding it congenial. He realized that it was absolutely foreign to his Scribner work: that it meant a radical departure. But his work with his newspaper syndicate naturally occurred to him, and he studied it with a view of its adaptation to the field of the Philadelphia magazine.
His next step was to take into his confidence two or three friends whose judgment he trusted and discuss the possible change. Without an exception, they advised against it. The periodical had no standing, they argued; Bok would be out of sympathy with its general atmosphere after his Scribner environment; he was now in the direct line of progress in New York publishing houses; and, to cap the climax, they each argued in turn, he would be buried in Philadelphia: New York was the centre, etc., etc.
More than any other single argument, this last point destroyed Bok"s faith in the judgment of his friends. He had had experience enough to realize that a man could not be buried in any city, provided he had the ability to stand out from his fellow-men. He knew from his biographical reading that cream will rise to the surface anywhere, in Philadelphia as well as in New York: it all depended on whether the cream was there: it was up to the man. Had he within him that peculiar, subtle something that, for the want of a better phrase, we call the editorial instinct?
That was all there was to it, and that decision had to be his and his alone!
A business trip for the Scribners now calling him West, Bok decided to stop at Philadelphia, have a talk with Mr. Curtis, and look over his business plant. He did this, and found Mr. Curtis even more desirous than before to have him consider the position. Bok"s instinct was strongly in favor of an acceptance. A natural impulse moved him, without reasoning, to action. Reasoning led only to a cautious mental state, and caution is a strong factor in the Dutch character. The longer he pursued a conscious process of reasoning, the farther he got from the position.
But the instinct remained strong.
On his way back from the West, he stopped in Philadelphia again to consult his friend, George W. Childs; and here he found the only person who was ready to encourage him to make the change.
Bok now laid the matter before his mother, in whose feminine instinct he had supreme confidence. With her, he met with instant discouragement.
But in subsequent talks he found that her opposition was based not upon the possibilities inherent in the position, but on a mother"s natural disinclination to be separated from one of her sons. In the case of f.a.n.n.y Davenport"s offer the mother"s instinct was strong against the proposition itself. But in the present instance it was the mother"s love that was speaking; not her instinct or judgment.
Bok now consulted his business a.s.sociates, and, to a man, they discouraged the step, but almost invariably upon the argument that it was suicidal to leave New York. He had now a glimpse of the truth that there is no man so provincially narrow as the untravelled New Yorker who believes in his heart that the sun rises in the East River and sets in the North River.
He realized more keenly than ever before that the decision rested with him alone. On September 1, 1889, Bok wrote to Mr. Curtis, accepting the position in Philadelphia; and on October 13 following he left the Scribners, where he had been so fortunate and so happy, and, after a week"s vacation, followed where his instinct so strongly led, but where his reason wavered.
On October 20, 1889, Edward Bok became the editor of The Ladies" Home Journal.
XV. Successful Editorship
There is a popular notion that the editor of a woman"s magazine should be a woman. At first thought, perhaps, this sounds logical. But it is a curious fact that by far the larger number of periodicals for women, the world over, are edited by men; and where, as in some cases, a woman is the proclaimed editor, the direction of the editorial policy is generally in the hands of a man, or group of men, in the background. Why this is so has never been explained, any more than why the majority of women"s dressmakers are men; why music, with its larger appeal to women, has been and is still being composed, largely, by men, and why its greatest instrumental performers are likewise men; and why the church, with its larger membership of women, still has, as it always has had, men for its greatest preachers.
In fact, we may well ponder whether the full editorial authority and direction of a modern magazine, either essentially feminine in its appeal or not, can safely be entrusted to a woman when one considers how largely executive is the nature of such a position, and how thoroughly sensitive the modern editor must be to the hundred and one practical business matters which to-day enter into and form so large a part of the editorial duties. We may question whether women have as yet had sufficient experience in the world of business to cope successfully with the material questions of a pivotal editorial position. Then, again, it is absolutely essential in the conduct of a magazine with a feminine or home appeal to have on the editorial staff women who are experts in their line; and the truth is that women will work infinitely better under the direction of a man than of a woman.
It would seem from the present outlook that, for some time, at least, the so-called woman"s magazine of large purpose and wide vision is very likely to be edited by a man. It is a question, however, whether the day of the woman"s magazine, as we have known it, is not pa.s.sing. Already the day has gone for the woman"s magazine built on the old lines which now seem so grotesque and feeble in the light of modern growth. The interests of women and of men are being brought closer with the years, and it will not be long before they will entirely merge. This means a constantly diminishing necessity for the distinctly feminine magazine.
Naturally, there will always be a field in the essentially feminine pursuits which have no place in the life of a man, but these are rapidly being cared for by books, gratuitously distributed, issued by the manufacturers of distinctly feminine and domestic wares; for such publications the best talent is being employed, and the results are placed within easy access of women, by means of newspaper advertis.e.m.e.nt, the store-counter, or the mails. These will sooner or later--and much sooner than later--supplant the practical portions of the woman"s magazine, leaving only the general contents, which are equally interesting to men and to women. Hence the field for the magazine with the essentially feminine appeal is contracting rather than broadening, and it is likely to contract much more rapidly in the future.
The field was altogether different when Edward Bok entered it in 1889.
It was not only wide open, but fairly crying out to be filled. The day of G.o.dey"s Lady"s Book had pa.s.sed; Peterson"s Magazine was breathing its last; and the home or women"s magazines that had attempted to take their place were sorry affairs. It was this consciousness of a void ready to be filled that made the Philadelphia experiment so attractive to the embryo editor. He looked over the field and reasoned that if such magazines as did exist could be fairly successful, if women were ready to buy such, how much greater response would there be to a magazine of higher standards, of larger initiative--a magazine that would be an authoritative clearing-house for all the problems confronting women in the home, that brought itself closely into contact with those problems and tried to solve them in an entertaining and efficient way; and yet a magazine of uplift and inspiration: a magazine, in other words, that would give light and leading in the woman"s world.
The method of editorial expression in the magazines of 1889 was also distinctly vague and prohibitively impersonal. The public knew the name of scarcely a single editor of a magazine: there was no personality that stood out in the mind: the accepted editorial expression was the indefinite "we"; no one ventured to use the first person singular and talk intimately to the reader. Edward Bok"s biographical reading had taught him that the American public loved a personality: that it was always ready to recognize and follow a leader, provided, of course, that the qualities of leadership were demonstrated. He felt the time had come--the reference here and elsewhere is always to the realm of popular magazine literature appealing to a very wide audience--for the editor of some magazine to project his personality through the printed page and to convince the public that he was not an oracle removed from the people, but a real human being who could talk and not merely write on paper.
He saw, too, that the average popular magazine of 1889 failed of large success because it wrote down to the public--a grievous mistake that so many editors have made and still make. No one wants to be told, either directly or indirectly, that he knows less than he does, or even that he knows as little as he does: every one is benefited by the opposite implication, and the public will always follow the leader who comprehends this bit of psychology. There is always a happy medium between shooting over the public"s head and shooting too far under it.
And it is because of the latter aim that we find the modern popular magazine the worthless thing that, in so many instances, it is to-day.
It is the rare editor who rightly gauges his public psychology. Perhaps that is why, in the enormous growth of the modern magazine, there have been produced so few successful editors. The average editor is obsessed with the idea of "giving the public what it wants," whereas, in fact, the public, while it knows what it wants when it sees it, cannot clearly express its wants, and never wants the thing that it does ask for, although it thinks it does at the time. But woe to the editor and his periodical if he heeds that siren voice!
The editor has, therefore, no means of finding it out aforehand by putting his ear to the ground. Only by the simplest rules of psychology can he edit rightly so that he may lead, and to the average editor of to-day, it is to be feared, psychology is a closed book. His mind is all too often focussed on the circulation and advertising, and all too little on the intangibles that will bring to his periodical the results essential in these respects.
The editor is the pivot of a magazine. On him everything turns. If his gauge of the public is correct, readers will come: they cannot help coming to the man who has something to say himself, or who presents writers who have. And if the reader comes, the advertiser must come. He must go where his largest market is: where the buyers are. The advertiser, instead of being the most difficult factor in a magazine proposition, as is so often mistakenly thought, is, in reality, the simplest. He has no choice but to advertise in the successful periodical. He must come along. The editor need never worry about him.
If the advertiser shuns the periodical"s pages, the fault is rarely that of the advertiser: the editor can generally look for the reason nearer home.
One of Edward Bok"s first acts as editor was to offer a series of prizes for the best answers to three questions he put to his readers: what in the magazine did they like least and why; what did they like best and why; and what omitted feature or department would they like to see installed? Thousands of answers came, and these the editor personally read carefully and cla.s.sified. Then he gave his readers" suggestions back to them in articles and departments, but never on the level suggested by them. He gave them the subjects they asked for, but invariably on a slightly higher plane; and each year he raised the standard a notch. He always kept "a huckleberry or two" ahead of his readers. His psychology was simple: come down to the level which the public sets and it will leave you at the moment you do it. It always expects of its leaders that they shall keep a notch above or a step ahead. The American public always wants something a little better than it asks for, and the successful man, in catering to it, is he who follows this golden rule.
XVI. First Years as a Woman"s Editor
Edward Bok has often been referred to as the one "who made The Ladies"
Home Journal out of nothing," who "built it from the ground up," or, in similar terms, implying that when he became its editor in 1889 the magazine was practically non-existent. This is far from the fact. The magazine was begun in 1883, and had been edited by Mrs. Cyrus H. K.
Curtis, for six years, under her maiden name of Louisa Knapp, before Bok undertook its editorship. Mrs. Curtis had laid a solid foundation of principle and policy for the magazine: it had achieved a circulation of 440,000 copies a month when she transferred the editorship, and it had already acquired such a standing in the periodical world as to attract the advertis.e.m.e.nts of Charles Scribner"s Sons, which Mr. Doubleday, and later Bok himself, gave to the Philadelphia magazine--advertising which was never given lightly, or without the most careful investigation of the worth of the circulation of a periodical.
What every magazine publisher knows as the most troublous years in the establishment of a periodical, the first half-dozen years of its existence, had already been weathered by the editor and publisher. The wife as editor and the husband as publisher had combined to lay a solid basis upon which Bok had only to build: his task was simply to rear a structure upon the foundation already laid. It is to the vision and to the genius of the first editor of The Ladies" Home Journal that the unprecedented success of the magazine is primarily due. It was the purpose and the policy of making a magazine of authoritative service for the womanhood of America, a service which would visualize for womanhood its highest domestic estate, that had won success for the periodical from its inception. It is difficult to believe, in the multiplicity of similar magazines to-day, that such a purpose was new; that The Ladies"
Home Journal was a path-finder; but the convincing proof is found in the fact that all the later magazines of this cla.s.s have followed in the wake of the periodical conceived by Mrs. Curtis, and have ever since been its imitators.
When Edward Bok succeeded Mrs. Curtis, he immediately encountered another popular misconception of a woman"s magazine--the conviction that if a man is the editor of a periodical with a distinctly feminine appeal, he must, as the term goes, "understand women." If Bok had believed this to be true, he would never have a.s.sumed the position. How deeply rooted is this belief was brought home to him on every hand when his decision to accept the Philadelphia position was announced. His mother, knowing her son better than did any one else, looked at him with amazement. She could not believe that he was serious in his decision to cater to women"s needs when he knew so little about them. His friends, too, were intensely amused, and took no pains to hide their amus.e.m.e.nt from him. They knew him to be the very opposite of "a lady"s man," and when they were not convulsed with hilarity they were incredulous and marvelled.
No man, perhaps, could have been chosen for the position who had a less intimate knowledge of women. Bok had no sister, no women confidantes: he had lived with and for his mother. She was the only woman he really knew or who really knew him. His boyhood days had been too full of poverty and struggle to permit him to mingle with the opposite s.e.x. And it is a curious fact that Edward Bok"s instinctive att.i.tude toward women was that of avoidance. He did not dislike women, but it could not be said that he liked them. They had never interested him. Of women, therefore, he knew little; of their needs less. Nor had he the slightest desire, even as an editor, to know them better, or to seek to understand them.
Even at that age, he knew that, as a man, he could not, no matter what effort he might make, and he let it go at that.